The founder of a
business specializing in travel marketing has been named CEO
of the Mexico Tourism Board, replacing Rodolfo Lopez Negrete who said last
month he was stepping down after six years leading the organiation.
Lourdes Berho was
chosen by Mexico’s tourism minister, Enrique de la Madrid, and
approved for the post by Mexican president Enrique Peña Nieto. Her post
begins July 1.
Berho, who has 25 years
of experience in tourism, marketing and communications, founded Alchemia, a
marketing communications company focused on travel and tourism, innovation and
From 2004 to 2008, she was CEO of Condé Nast for Mexico and Latin America, and
after that served as vice president
of commercialization for Grupo Banamex – Citi,
a financial services company.
Alex Zozaya, CEO of Apple Leisure Group, has worked with Berho in the past.
"She always showed professionalism, talent and passion on any project she was engaged in," Zozaya said. "Lourdes has a great understanding of marketing, particularly when it comes to travel and especially on selling and promoting Mexico. She has been doing this successfully for the private sector in the past. Lourdes is a great ambassador of Mexico and a very good liaison between the government and the private sector."
Berho has a bachelor
of administration in business administration and
advertising from Pepperdine Universtity in
De La Madrid thanked
Lopez Negrete for the “valuable contributions” he made during his tenure.
CORRECTED: This report was updated to correct the name of the organization; it is the Mexico Tourism Board. It also updated the number of years Lopez Negrete led the organization.